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Porsche: Guarding the Old While Bringing in the New 1
The Porsche brand was created in 1931 by Ferdinand Porsche – the man credited for making the
original Volkswagen Beetle, Adolph Hitler’s people’s car and one of the most successful car
designs of all time (Kotler & Armstrong, 2012). When Porsche began selling cars under their
own name in the 1950’s, very few cars were sold but were appealing to more financially
successful people. Because of this, the brand was considered more exclusive and not your
typical everyday purchase. These vehicles are not purchased as a necessity but solely as a want
as they are purchased more for pleasure and not a practicality.
Most customers base their buying decisions on price, size, economy and practicality but potential
Porsche customers base their buying decisions on feelings. Porsche customers purchase their cars
for pure enjoyment as it is viewed as a pleasure vehicle than as a necessity in their buying
decision. The traditional Porsche customer skips most parts of the buying decision process.
Porsche consumers do not have a need recognition, information search nor evaluation of
alternatives, but skip directly to the purchase decision because of its reputation of being an
exclusive car that is unique and appealing to highly successful people.
The traditional Porsche customer makes their purchases based on wants because of the brand and
how the car is made. Porsches were created as two do...